Your Brand Isn’t Boring. You Are.

With this in mind, marketers need to look at what makes a brand interesting to consumers and avoid boring them. Generally, what may be considered a fairly boring brand to marketers could then attract a boring marketing campaign to match the brand perception. This follows the time old saying “only boring people get bored”. Being boring and producing generic marketing will kill your brand as it is generally accepted that those with boring minds produce boring ideas.

Those working behind the brand need to be interested and excited in their brand as it shows when it comes to producing quality ad copy and engaging marketing material. If you don’t love your own brand and find it exciting how can you expect others to? When competing in a vicious market environment, brands need to stand out to customers so that they aren’t bored by the same marketing strategies and ideas, as they want something fresh and different. Marketers need to be creative and produce engaging relevant ideas and the brand needs to be considered authentic to customers and up to date with current trends.

Brands are much more than their logo, color scheme, and design, they are even more than the product they are selling themselves. A brand is the association customers have when they think of a particular product which may include a feeling of excitement or having an emotion evoked. Brands such as Who Gives a Crap sell what may be considereded a ‘boring’ product, taking the form of toilet paper, however, their brand is far from boring. They stand as a brand that is bright and colorful not only in their product design but in their content and copywriting. They provide a point of difference in their product and marketing as they are not promoting their product as boring toilet paper but as toilet paper that can change the world.

How marketers are responsible?

Marketers need to be ahead of the trends not just simply following the marketing initiatives of other brands and instead need a way to be differentiated from others and stand out in the minds of their consumers. Consumers are excited by points of difference. Essentially it doesn’t matter what is being marketed, even if the product may not seem to be the most exciting as the way in which it is marketed positions the brand whether it is interesting or boring.

Looking at the fabric of the marketing concept there needs to be a strong customer focus through the business with attention on what customers want, as this is ever-evolving and expectations are changing especially as there are frequent technology advances. As marketers, we need to listen to our customers and if we fail to do this, our brands can get boring. We need to know who is involved in the buying and consuming when they buy the product, where do they buy the product, and many more considerations, which can be achieved through effective segmentation.

Marketers need to be creative, if they are thinking their brand is boring it will be reflected in their brand. Marketers can’t be boring themselves as this is what creates boring brands and they have a responsibility to be authentic.

What can be done about it?

What can you do as a marketer to avoid having a boring brand?

1. Boring brands can be seen as those with a strong focus only on themselves and not their customers, the brand needs to start and end with their customers in mind. The market is highly saturated in many different areas and to stand out brands need to be exciting in the mind of consumers. This is reliant on brand positioning created by the marketers. It is essential for marketers to believe in their brand and embrace the vision of the business.

2. Point of difference- if the product/service being marketing is considered boring it makes the brand as a whole mundane and uninteresting, for example, toilet paper. However, this doesn’t have to be the case, as what may be boring to someone may be interesting to someone else. Encourage creative and innovative ideas, it is important to find a point of difference in your brand/products and promote them accordingly.

3. The customer needs to be the main focus of your business from product development to marketing. This needs to be your priority from the products you design to the way you communicate with your ideal customer and how these activities successfully meet their needs.

How to revitalize your brand

Tell the story of your brand to customers to engage them in the detail behind the brand and they will feel much more connected and engaged with an authentic brand/story.

Customers don’t buy products they buy solutions.

Markets and their customers are ever-evolving, markets are dynamic and customer needs are ever-changing. Product lifecycles may become shorter so there should be a strong focus on innovation and continual improvement. Issues such as global warming and technological advancements have recently been having a huge impact on our society and this needs to be reflected in the products/services in order to stay relevant. Such as adopting environmentally friendly practices and being socially aware.

If your business needs assistance in revitalizing your brand, don't hesitate to get in contact with a world-leading team of marketing professionals and develop a comprehensive marketing strategy.